Amazon & Roku: A Massive CTV Partnership

Amazon Ads And Roku Join Forces, Revolutionizing Connected Tv Advertising

New York, NY – In a move set to redefine the landscape of television advertising, Amazon Ads and Roku announced an exclusive partnership on Monday, June 16, 2025. This collaboration aims to establish the largest authenticated presence in connected TV (CTV), empowering advertisers to connect with an estimated 80 million U.S. households through Amazon’s demand-side platform (DSP).

Unlocking Unprecedented Reach And Precision In Tv Advertising

This integration,coinciding with the Cannes Lions festival,allows marketers to tap into Roku’s logged-in audience directly via Amazon’s DSP. This creates a unified pool of users spanning fire TV, Roku operating systems, Prime Video, and The Roku Channel.

A shared identifier facilitates deduplicated reach, frequency capping, and comprehensive measurement across devices and services, enabling marketers to effectively track CTV ad exposure to sales on Amazon.

Kelly Maclean, vice President of Amazon Ads, stated, “The partnership will bring unprecedented precision at scale. For the first time in the TV advertising industry,marketers will be able to access logged-in users across all apps and devices in a way that delivers performance in ways that simply weren’t possible before.”

early Tests Show Promising Results

Amazon reports that initial integration tests led to a 40% increase in unique reach and a 30% reduction in over-frequency. This allows advertisers to achieve three times more value from their campaigns without increasing their budgets.

for Roku,this deal highlights its significance as a key distribution hub. The company notes that over 50% of U.S. TV streaming time occurs on its platform. This move also reaffirms Roku’s commitment to openness and interoperability, even amidst rising competitive pressures with other DSPs.

Jay Askinasi, Roku’s Head Of Global Media Revenue And Growth, emphasized, “With nearly half of all TV streaming time in the U.S.happening on Roku, and the power and depth of Amazon in retail and beyond, we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers.”

Addressing Fragmentation In Ctv Advertising

This integration tackles the growing issue of fragmentation in the CTV space, where managing ad frequency, tracking conversions, and understanding audience reach have become increasingly challenging. Amazon notes that 80% of marketers cite fragmentation as their primary CTV obstacle.

Adam Epstein,Cofounder And CEO Of adtech Firm Gigi,commented,”In a world in wich marketers complain about fragmentation,this is hugely valuable. This gives the Amazon DSP the highest fidelity ID layer across CTV and TV media-buying. That becomes a huge bullet point for Amazon reps when they pitch consolidation of spend.”

Strategic alignment: leveraging Strengths

The agreement allows both companies to capitalize on their respective strengths. Amazon’s DSP benefits from its extensive first-party shopping and streaming data, making it a more attractive and scalable CTV solution.

Harry Browne, Head Of Video Innovation at Tinuiti, points out that Roku can now leverage access to Amazon’s data as another compelling reason for marketers to invest in ads on its platform.”Retail media has grown,and now commerce media is growing,” Browne said. “Roku is sitting on something like half the TVs in the U.S., and now they’ve partnered with the premier retail media network. You’re combining audience, inventory, and data-that’s a powerful opportunity.”

This partnership also represents a strategic pivot for Roku, which has been moving away from operating its own DSP in favor of collaborations with external demand sources, especially The Trade Desk.

Browne suggests that The Trade desk’s launch of its own CTV OS, Ventura, was perceived by some as a potential threat to Roku. This new alliance with Amazon strengthens Roku’s standing in the CTV ecosystem.

While The Trade Desk and Amazon have not commented on the partnership, roku has remained publicly silent regarding any potential effects this may cause. Although this partnership may not resolve all CTV advertising issues instantly – such as off-amazon attribution or comprehensive multi-retailer performance measurement – it signifies a substantial advancement towards a more efficient and performance-oriented TV advertising surroundings.

“It solves who saw what,where,” mentions Browne. “And if your KPI is a sale on Amazon, now you can measure that better than ever before.”

The Evolution Of Connected Tv Advertising

Connected TV (CTV) advertising has rapidly evolved, driven by increasing consumer adoption of streaming services. As of early 2025, eMarketer projects that U.S. adults spend an average of 2 hours and 14 minutes per day streaming video on connected TV devices. This shift has made CTV a critical channel for advertisers seeking to reach large, engaged audiences.

However, the fragmented nature of the CTV ecosystem has presented significant challenges. With numerous streaming platforms and devices, advertisers struggle with inconsistent measurement, frequency capping, and attribution. This partnership between Amazon Ads and Roku represents a significant step toward consolidating and streamlining the CTV advertising landscape.

Did You Know?
According to a recent study by Nielsen, CTV ad spending is projected to reach $30 billion by 2026, highlighting the channel’s growing importance.

Key Benefits Of The Amazon-Roku Partnership

Feature	Benefit
Unified Audience	Reaches 80 Million U.S. Households
Deduplicated Reach	Avoids Over-Frequency of Ads
Full-Funnel Measurement	tracks Ad Exposure to amazon Sales
Increased Efficiency	Better Value from Ad Campaigns

Pro Tip:
Advertisers should focus on creating engaging and relevant ad content to maximize the impact of CTV campaigns. Utilize first-party data to personalize ads and improve targeting.

As the CTV landscape continues to evolve, partnerships like this will play a crucial role in shaping the future of television advertising. How do you think this partnership will influence other players in the CTV market? What other innovations do you anticipate in the realm of connected TV advertising?

Frequently Asked Questions About Amazon Ads And Ctv

• What Is Amazon Ads?

  amazon Ads is an advertising service that helps businesses promote their products and services on Amazon and across the web.

• What is connected TV (CTV)?

  Connected TV refers to televisions that can be connected to the internet and stream video content from various platforms and apps.

• How Does This Partnership Improve Ctv Advertising?

  This partnership enhances targeting, measurement, and efficiency in CTV advertising by combining the strengths of Amazon Ads and Roku.

• Who Benefits The Most From This Amazon Partnership?

  Advertisers looking to reach a large, engaged audience with precise targeting and measurable results stand to benefit the most.

• What Are The Main Challenges Facing Ctv Advertising Today?

  Fragmentation, inconsistent measurement, and attribution are among the key challenges in CTV advertising.

What are your thoughts on this game-changing partnership? Share your comments below!

Amazon & Roku: A Massive CTV Partnership Shaping the Future

Amazon & Roku: A Massive CTV Partnership Shaping the Future

The collaboration between Amazon and Roku represents a pivotal shift in the Connected TV (CTV) landscape. This powerful alliance is transforming how consumers access content and how advertisers reach their target audiences. This article dives deep into the key aspects of this dynamic partnership, exploring its impact on advertising, streaming, and the overall user experience. We’ll cover relevant keywords like CTV advertising strategies, Roku streaming platform, Amazon ad tech, and many more.

The Core of the Amazon-Roku Partnership: What’s Involved?

At its heart, the Amazon & Roku partnership is a strategic alliance that benefits both companies. Amazon leverages Roku’s massive user base to dramatically expand its reach in the CTV market. Roku, in turn, benefits from Amazon’s robust advertising technologies and deep pockets. This synergy manifests in several key areas:

• Ad Inventory Integration: Amazon’s ad tech seamlessly integrates with Roku’s platform, enabling targeted advertising campaigns across millions of households. This is a game changer for advertisers looking to reach cord-cutters and cord-nevers.
• Streaming Content Delivery: Amazon Prime Video has a prominent presence on the Roku platform, offering a vast library of movies and TV shows. This partnership improves content discoverability for Amazon and provides Roku users with easy access to premium streaming content.
• Technology Collaboration: Both companies continuously explore technological integrations, including advanced ad formats, data analytics, and enhanced personalization to refine the user experience.

Amazon’s Role in CTV Advertising

Amazon has evolved into a major player in the advertising industry with meaningful investments to its ad tech capabilities. Their advertising infrastructure extends its reach across various platforms, including Roku, to create highly targeted campaigns and data driven ad strategies. Key aspects to consider:

• Amazon Ads: amazon provides a thorough suite of advertising solutions, including display, video, and sponsored ads, all powered by vast amounts of consumer data. This allows for precise targeting specific user demographics and interests.
• Programmatic Advertising: Leveraging programmatic advertising practices using Roku’s inventory helps automate ad buying and delivery.This streamlines the process and helps maximize advertising efficiency.
• Measurement And Attribution: Offers robust measurement tools to track ad performance and understand which campaigns generate the best results for the advertisers using the platform.

Benefits of the Amazon and Roku Partnership for Advertisers

The collaboration offers powerful benefits to advertisers looking to capitalize on the growing CTV audience. Here’s a detailed breakdown:

Benefit	Details
Expanded Reach	Access to a large and engaged audience on the Roku platform.
Targeted Advertising	Precise targeting options based on audience demographics,viewing behaviors,and interests.
Data-Driven Insights	access to valuable data analytics to measure campaign performance and refine strategies.
Advanced Ad Formats	Ability to utilize innovative ad formats, including interactive video ads and shoppable ads.
Improved Attributions	Precise results for conversions and real-time reporting.

Real-World example and Case Study:

A fictional but illustrative example: A major car manufacturer launched a campaign on Roku through Amazon Ads. They targeted households in specific geographic locations with a high propensity to purchase new vehicles. By using Amazon’s data and Roku’s reach, they were able to see a 20% increase in website traffic and a 15% increase in test-drive bookings compared to other more traditional media channels.

Roku’s position in the Streaming Ecosystem

Roku’s dominance in the streaming market is critical to the success of this partnership with Amazon. Roku’s operating system is the most popular for streaming devices,offering a wide range of content options and seamless user experience. Key factors include:

• User Base: Roku boasts a large and active user base,providing enormous reach for advertisers.
• Platform Integrations: Roku’s device versatility expands reach across multiple screens.
• Content Discovery: The Roku Channel and platform make it easier for users to discover and watch content from various providers, including Amazon Prime Video and free ad-supported TV (FAST) channels.

Future Trends: What’s Next for Amazon & Roku?

The Amazon and Roku partnership is poised for continued growth and innovation. Future developments may include:

• Advanced Advertising Technologies: More sophisticated ad formats, like interactive ads, personalized and dynamic ad creatives from machine learning, and shoppable video experiences.
• Improved Data Analytics: Enhanced attribution models and more granular insights into viewer behavior.
• Expansion of Content Offerings: Deeper integration of Amazon services like Amazon Music and Twitch within the Roku platform.

Primary Keywords: Amazon Roku Partnership,Amazon CTV advertising,Roku streaming,Connected TV ads,CTV advertising strategies,Amazon ad tech

LSI Keywords: Programmatic advertising,Streaming platform,cord-cutters,ad formats,data analytics,user experience,Amazon Prime Video,Roku Channel